Healthy Living

To develop brand new, audience-led, long-form content for the upgraded AIA website launched in April 2022. Articles must be aligned with the brand purpose and broad enough to cascade to local markets to serve as their own content guide.​

The development of a high-performance content hub ‘Healthy Living’ to engage, educate, inspire and support all communities across Asia to improve their physical, mental and financial wellbeing.

Relevant content is key to connect with the audience in a highly competitive space. Greenpark first leveraged data and insights to assess the search opportunity in the health and insurance categories. Upon learning what consumers are searching for, the key content areas were identified and aligned with the brand purpose and priorities. Monthly content calendars and keyword research set the direction for the creation of long-form articles to ensure relevance to AIA’s key APAC markets.

Within just 6 months, the published articles already accounted for 28% of the site’s overall sessions. It’s not surprising that out of the top 10 landing pages on aia.com, three are from the Healthy Living content hub. Apart from increased traffic, engagement also improved tremendously. The average time on site from those who did natural search improved by 32 seconds (from 2:18 to 2:50) after the hub was launched.​ After just 12 months and 90 published articles, we’ve seen strong and promising results with Healthy Living articles acquiring over 416K unique visitors.​